"Anal"-lytics.

PESO Analytics

How much awareness do you need to accomplish your business goals? The answer to this question is different for every brand, product or service. One thing you don't need however is to chase the word "analytics" all around the internet.

Whatever your awareness goals may be, the modern way to monitor campaign effectiveness is to measure conversion goals This generally means anything you can tie to a specific action like a download, editor inquiry or sales call.

To keep things organized, we group analytics into three areas of focus.

Area One: Omnichannel Analytics.

Analytics are multilayered and complex. That is why we encourage clients to follow just a few key metrics on their website and set up simple conversion goals to get started. Visit Google Analytics for tutorials that cover the basics.

From this foundation we will then create customized dashboards. While details will vary, measuring the PESO mix requires at least three dashboards:

The first dashboard should measure your blog performance on a granular level. Metrics will proceed from the general to the specific

Once you drill down deeper on Dashboard One you will generate information on landing pages that create the most session time, posts that lead to conversions, dwell time on post, video shares, follow-on posts and even the performance of ads vs. organic content.

This type of dashboard does not provide a true omnichannel view of awareness. It is, however, incredibly useful at helping you measure what content is working most effectively on your site.

When you combine this dashboard with a marketing automation system like Hubspot you can get a closer look at how this site activity converts to leads

The second dashboard should append your blog and site performance to your performance across social and interactive channels. This is a good one (but kinda fuzzy)

This type of dashboard focuses heavily on what is called “off page SEO” and isolates channels that generate the highest quality traffic and engagement. Among other metrics, it helps to determine:

·        Which social networks create visitors that spend time on your site.

·        Which networks generate return visitors.

·        Which mobile devices generate quality visits.

·        Bounce Rate by Social Network.

·        Goal Conversions by Social Network.

·        And numerous other social metrics and mobile device stats.

But really, why so anal?

By now you could be thinking “that’s a lot of dashboards, just give me one.” While it’s true that an omnichannel media mix should have a single dashboard to keep things simple, it is not always feasible.

You also might notice that we use a variety of systems to create dashboards and that the UI (User Interface) changes. This is because there is no “one size fits all” vendor for analytics. Which leads us back to the original lodestar.

Your third dashboard should be created entirely in Google Analytics, tweaked to measure online and offline channels. No more, no less.

We’ve chased every new development in analytics the past decade, from KISS Metrics (behavioral metrics), Meltwater (expensive PR metrics) SEMRush, Hootsuite, Facebook and Instagram tools and more.

They all measure, in one way or another, what you can measure in Google Analytics if given enough time. Whatever Google overlooks, they eventually incorporate into their platform (i.e. cohort behavior, look alikes).

Today’s analytics platforms can inexpensively pull data from about ten sources into one dashboard at a time. Which is plenty. Our advice, then, is to rock Google Analytics and support it with a dashboard or two that allows you to drill down on the PESO metrics that matter most.